The idea of students as customers relies on models of customer service that are not what experts in the field actually teach (as explicated in this letter to The Chronicle by Clara Burke). We develop crude quantitative evaluative tools while businesses use more and more complex qualitative focus groups and sophisticated assessments. And we apply buzzwords. For example, we now “benchmark” our top administrative jobs in ways that feed salary bloat and which, as Michael Bérubé has noted, institutionalize “worst practices.” — The Chronicle of Higher Education.